Consumer willingness to pay for AI-designed products

Htet Oo Ko

Bakalářská práce

Abstract:

The increasing use of artificial intelligence (AI) in creative industries raises important questions about consumer responses to AI-generated marketing content. This study examines how AI-designed promotional visual content influences consumers' willingness to pay (WTP) compared to traditionally produced visuals. Using an experimental design, participants were exposed to either AI-generated or traditionally produced promotional visuals. While no statistically significant difference in willingness to pay was found between two conditions, the findings revealed an important perceptual pattern. Participants who are familiar with AI-generated images have stronger sceptical attitudes toward AI and were more likely to associate highly polished or perfect visuals with AI authorship. This suggests that aesthetic excellence itself may serve as a cue for AI generation. Furthermore, aesthetic appeal had a strong positive effect on willingness to pay. However when visually appealing content was implicitly or explicitly associated with AI, sceptical consumers showed more constrained positive evaluations. In other words, although attractive visuals increase willingness to pay, this effect may be weakened when perfection triggers assumptions of AI authorship among sceptical individuals. Overall, the study highlights that consumer scepticism toward AI shapes how visual quality is interpreted, suggesting that perceptions of technological authorship can subtly influence valuation processes in marketing contexts.

Keywords

Artificial Intelligence (AI), AI-Generated Content, AI Scepticism, Aesthetic Appeal, Willingness to Pay, Consumer Perception, Promotional Visuals

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 3. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 5. 2026
• Vedoucí: Ing. Jana Kalabisová, Ph.D.
• Oponent: Rohit Bharati, MSc Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics